As we have gone from information scarcity to abundance, data has become a mantra for businesses – but more for their own use than to benefit their customers. Most of it is being used by companies to gain knowledge – and the knowledge they are seeking is the unusual, not the obvious. Supermarkets already know that hot days will stimulate sales of ice cream. There’s no need to invest in expensive data scientists for that – what they are looking for are the little nuggets that shift the needle a little bit.

The world of communications is awash with data. Big Data, Little Data and everything else in between. The following post tries to give you a better handle on dealing with data by giving you two simple concepts to structure your work around.